Many communication practitioners want to add measurable value but they don’t know where to start. In a recent interview, internationally recognized business adviser Jim Shaffer, IABC Fellow, shares key questions he believes communication professionals should ask themselves when searching for the best opportunities to improve performance and results by managing communication efforts within their organization.
“Where are the best opportunities to improve performance by better managing communication and what’s the size of the problem, what’s it going to cost to make the root causes go away, and is there efficient or acceptable return on investment?” says Shaffer. “If the answer is yes, go for it, if the answer is no, move on to something else.”
Anyone looking to add measurable valuable to their organization should be asking the right questions, identifying the right business measures and developing and executing plans that create real ROI.
As Shaffer goes on to explain, “It’s important I think that everybody in the organization is adding more than what they’re expending. I think particularly over the years the communication people have been a cost center and that can potentially be a drain on value. So what I’ve been saying to a lot of the communication people, and I’ve been working with clients in this area, is to help them start to create gains that are bigger than the cost of the gains. When we do that, we are adding value. But when we’re spending a dollar and only getting 50 cents back, we are not adding value. And I think a lot communication people, finance people, people in any discipline, are vulnerable if they are not contributing value as they can.”
In Shaffer’s upcoming IABC Academy workshop, he’ll use real client stories in an interactive presentation that offers a step-by-step approach to becoming a strategic adviser who helps drive measurable business results and value by connecting the communication strategy to the business strategy....
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